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May 5, 2011

Gero Location Networks: Facts Vs Fiction

Those who use social location-based apps such as Foursquare or Facebook Places represent just 17% of the mobile population, according to a study commissioned by digital agency Beyond and exclusively shared with Mashable.

Of those opting out of participating in the checkin craze, or any other social location behavior for that matter, 48% cited privacy concerns as their primary reason for not doing so. And 50% were merely unable to do so because they did not have a smartphone.

The study uncovered some positive findings for the top brand names in social networking (Facebook) and group buying (Groupon). Ninety percent of respondents actively using checkin applications indicated they use Facebook Places; 40% of those who have never checked in would consider sharing their location with Groupon.

Some other Insights From the Statistics
  • Nineteen percent of mass consumers are motivated to check in to learn about the location.
  • Early adopters are more likely to check in at locations that sell food or drinks. The top places are restaurants (53%), coffee shops (40%), hotels (38%) and bars (36%).
  • Mass consumers check in most frequently at the homes of friends and family (35%) and restaurants (33%).
The fact is that many studies indicate that percentage of the population willing to embrace checkins is quite small — just 4% according to the Pew Research Center — and that mobile users have a strong predilection for coupons over checkins.

According to Mashable More than half of mobile users who do use checkin apps (54%) said they are motivated to share their location when discounts are involved. Just 21%, however, said badges and status rewards motivated them to check in.As for consumers not using checkin apps, 99% said they do not consider badges or status an incentive for sharing their location.

The message, at least in the digital agency’s not-so-objective opinion, is that brands do have an opportunity to develop geosocial strategies that reach consumers through Facebook and Groupon.